According to Mr. Amri, this question could also be answered after many years of observation and experience. The company does actually perform annual external assessments related to their brand perception in the market. The annual results of these assessments showed that M'dina Bus services did actually fill a tremendous gap within the market of Casablanca as these services used to be sometimes unaffordable for some citizens. Thanks to our interaction with Mr. Amri, we could come to the conclusion that M’dina Bus is a transportation service company that has an impact on the following elements: the society, the customer and itself. Concerning the customers, the company is actually aiming to provide citizens with a basic service with an affordable price. This would have a strong positive impact on the society in which the citizens are going to be satisfied in a way that the company is going to ensure a good environment taking into consideration such factors as economical stability. Furthermore, the company will benefit from this step as it will capture value and maintain reputation and image within the given market which leads to attract more clients in the future, and why not expand on a larger scale.